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1. Introduction Asda, was formed in 1965 by a group of Yorkshire farmers, over the years Asda became Britain's best value food and clothing superstore. On 26th July 1999 Asda superstore merged with one of the largest food retailer's in the world, Walmart. Throughout the UK, Asda has 245 stores, 19 depots, 109,000 colleagues and 2,800 different suppliers. Asda's customers not only benefit from cheaper prices but receive an unmatchable mix of fresh food, grocery, clothing, home, leisure and entertainment goods. 2. Structure of the market A market structure is the characteristics of the market which determines the behaviour of a firm within a market. Asda superstore operates within an oligoplistic market structure; as there are many firms within the market but only a few dominate. Majority of the goods produced by Asda are homogenous goods to that of their rivals. For this reason, promotion and advertising of all products have to be...

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